Attend Forrester's Agentic Commerce Workshop and Start Asking the Right Questions

Are You Asking the Right Questions About Agentic Commerce?

The rise of agentic AI is reshaping the commercial landscape faster than most organizations can keep pace with. Autonomous agents are no longer a distant concept reserved for technology futurists — they are actively transforming how businesses sell, serve, and engage with customers. Yet despite the growing urgency, many commerce and customer experience leaders are still wrestling with a fundamental challenge: they are not yet asking the right questions.

That is precisely the problem Forrester is setting out to solve. At its upcoming CX Forum East in New York City and CX Forum West in San Francisco this June, Forrester is hosting a dedicated workshop titled "Catalyze Agentic Commerce — How To Move From FOMO To Focus." For any business leader navigating the complex intersection of AI, automation, and commerce strategy, this workshop represents a rare and genuinely valuable opportunity to cut through the noise and build a clear, actionable path forward.

What Is Agentic Commerce and Why Does It Matter Right Now?

Before diving into what the workshop offers, it is worth understanding what agentic commerce actually means and why it has become such a dominant topic across the technology and business world in 2025.

Agentic commerce refers to the use of AI-powered autonomous agents that can independently perform complex, multi-step commercial tasks on behalf of businesses or consumers. These agents can browse product catalogs, compare prices, negotiate terms, place orders, manage returns, and personalize offers — all without requiring constant human input at every stage. Unlike earlier generations of AI tools that simply responded to queries, agentic systems can set goals, plan sequences of actions, and execute them dynamically in real time.

The commercial implications are enormous. On the business side, agentic systems can dramatically reduce friction in B2B procurement, streamline customer service workflows, and enable hyper-personalized retail experiences at scale. On the consumer side, AI agents embedded in devices, browsers, and applications are beginning to act as purchasing intermediaries — reshaping how brands compete for attention and loyalty.

This shift is not hypothetical. Major technology platforms are already rolling out agentic capabilities, and early-adopter brands are experimenting with agent-driven commerce at every layer of the customer journey. The window for getting ahead of this curve is narrowing, which makes Forrester's focused workshop all the more timely.

Moving From FOMO to Focus: Why the Workshop's Framing Matters

The title of the workshop — "How To Move From FOMO To Focus" — speaks directly to one of the most common pitfalls organizations face when confronting emerging technologies. Fear of missing out drives reactive, scattered investment. Companies rush to deploy AI agents without a coherent strategy, without the right governance frameworks, and without a clear understanding of where the genuine value lies versus where the hype is loudest.

Forrester's research consistently shows that organizations that succeed with emerging technologies are those that move from broad anxiety to disciplined prioritization. They ask better questions before they make bigger bets. The workshop is designed to help attendees do exactly that — not by offering a one-size-fits-all playbook, but by equipping leaders with the analytical frameworks and the right set of strategic inquiries to drive decisions that are specific to their own organizational contexts.

This distinction between asking better questions and simply absorbing more information is crucial. In a space as fast-moving as agentic AI, the risk of information overload is real. What commerce leaders need is not more data points about what other companies are doing — they need a structured way to evaluate what agentic commerce means for their specific customers, channels, competitive positioning, and operational capabilities.

What to Expect from Forrester's CX Forum East and West

Forrester's CX Forum series has long been one of the most respected gatherings for customer experience and commerce professionals. The dual-city format in 2025 — with events in New York City and San Francisco in June — ensures that leaders across the country can access the same high-caliber insights and peer networking without compromising on geography.

The agentic commerce workshop sits within a broader program designed to help organizations align their customer experience strategies with the realities of an AI-augmented marketplace. Attendees can expect deep-dive sessions facilitated by Forrester analysts who have spent months researching how early adopters are deploying agentic technologies, what separates successful pilots from stalled experiments, and how consumer expectations are shifting in response to agent-mediated interactions.

Key Themes the Workshop Is Expected to Address

• How to evaluate your organization's current readiness for agentic commerce deployment, including data infrastructure, integration capabilities, and governance maturity.

• Which customer journey stages offer the highest near-term value from agentic automation versus where human touchpoints remain strategically essential.

• How to build internal alignment across commerce, IT, legal, and marketing teams when introducing autonomous agent systems into customer-facing workflows.

• What the competitive landscape looks like as both B2C and B2B brands accelerate their agentic investments, and how to position your brand for differentiation rather than commoditization.

• How to establish the right measurement frameworks to evaluate the performance and ROI of agentic commerce initiatives over time.

Who Should Attend This Workshop?

The workshop is most directly relevant for professionals in commerce strategy, digital experience, marketing technology, and customer experience leadership roles. If your organization sells products or services through digital channels — whether in a B2C, B2B, or hybrid model — the emergence of agentic AI has direct implications for how you acquire, convert, and retain customers.

Chief digital officers, VP-level commerce and CX leaders, and senior directors responsible for technology investment decisions will find the workshop particularly valuable. But the conversation is equally relevant for practitioners who are closer to day-to-day execution and who need structured language and frameworks to bring back to their teams and make the internal case for strategic investment.

The Cost of Waiting Is Rising

Perhaps the most compelling reason to attend is also the simplest one: the cost of waiting is rising. Agentic commerce is not a trend that will plateau while organizations deliberate. The technology is advancing rapidly, consumer familiarity with AI agents is growing, and competitors who move early will gain learning advantages that are difficult to close later.

Forrester's workshop offers something that self-directed research and vendor briefings rarely can — an independent, analyst-led perspective grounded in cross-industry data, combined with a structured environment for peer learning and strategic reflection. In a moment defined by urgency and uncertainty in equal measure, that combination is genuinely hard to replicate.

If you are serious about getting agentic commerce right — not just experimenting with it, but building a durable strategic capability — Forrester's CX Forum East and West this June is the place to start asking better questions.